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Switching barriers
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===Collective switching barriers=== Collective switching costs are a unique macro form of switching barriers, appearing when the market presents collective externalities towards a service or product, and represents the combined switching costs of all entities in the market. These costs affect the competition by improving incumbents and withholding new entrants into the market, who must overcome individual and collective switching costs to advance in the market.<ref name=":3" /> In the presence of the product/ service externalities, participation in the dominant product or service provides the most value, while at the same time, it increases the value of the product or service.<ref name=":4">{{Cite journal|last1=Piccoli|first1=Gabriele|last2=Ives|first2=Blake|date=2005|title=Review: IT-Dependent Strategic Initiatives and Sustained Competitive Advantage: A Review and Synthesis of the Literature|url=https://www.jstor.org/stable/25148708|journal=MIS Quarterly|volume=29|issue=4|pages=747β776|doi=10.2307/25148708|jstor=25148708 |issn=0276-7783|url-access=subscription}}</ref> As a group, entities face collective switching costs that surpass the sum of the individual costs, because unless a coordinated desertion takes place, any individual deserter finds themselves cut out of the collective use of the product / service and its benefits.<ref name=":4" />
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